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14 May 2025 | Story Tshepo Tsotetsi | Photo Tshepo Tsotetsi
Multilingualism stakeholder engagement session
Prof Vasu Reddy, UFS Deputy Vice-Chancellor: Research and Internationalisation; guest speaker Prof Leketi Makalela; and Dr Nomalungelo Ngubane, Director of the UFS Academy for Multilingualism.

Multilingualism is not just a concept at the University of the Free State (UFS) – it is a growing practice, a challenge, and an opportunity all at once. This was made clear during a stakeholder engagement session on 7 May 2025, hosted by the Academy for Multilingualism at the UFS’s Bloemfontein Campus, where staff, academics, and strategic partners gathered to reflect on the university’s language journey.

In his reflections, the Deputy Vice-Chancellor for Research and Internationalisation, Prof Vasu Reddy, emphasised that, “Scholarly conversations such as these are not just simply intellectually important, but socially and politically, and it is critical to learn from each other, exchange ideas, and make change.” He described the Academy as a “novel intervention” and noted how engagements like this help “break silos that languages sometimes create” – a crucial step towards realising the promise of multilingualism and translanguaging in academic spaces.

 

Progress, challenges, and collective ownership

In her presentation, Dr Nomalungelo Ngubane, Director of the Academy for Multilingualism, provided an overview of the institutional language policy and its implementation status, now in its third year of a five-year plan. She highlighted key strides: the translation of 116 PhD abstracts into Sesotho, Afrikaans, and isiXhosa; the development of South African Sign Language terminology in psychology; and the training of 16 tutors in translanguaging, among others.

Dr Ngubane stressed the importance of shared ownership of the policy’s rollout. “It’s very important that the language policy is understood by all stakeholders. It’s a collective journey, and it becomes even more powerful when people own it and take it forward into their departments, faculties, and student spaces,” she said. While she acknowledged that meaningful development of African languages as academic mediums is costly and resource-intensive, she noted that small, deliberate steps are being taken.

 

Ubuntu translanguaging: rethinking the classroom

The keynote address was delivered by Prof Leketi Makalela, full professor and founding Director of the Hub for Multilingual Education and Literacies at the University of the Witwatersrand. A globally recognised scholar and the holder of the SARChI Chair in Advancing African Languages for Social Inclusion and Access, Prof Makalela added a powerful perspective rooted in research and teaching practice.

He began his address with a reflection: “I believe I landed on this little rock called Earth to ensure that human beings have deep access to the world in which they were born, and you can only be part of this greater world and make full sense of it through language.”

Later, he challenged the monolingual mindsets that dominate higher education. “People still want to treat languages as different entities, and that’s where the issue is. That’s where the education system is not aligning with the realities of multilinguality.” 

Prof Makalela said multilingual students face dual disadvantages: compromised epistemic access [access to knowledge systems] due to monolingual bias, and diminished identity affirmation. His response? Ubuntu translanguaging – a model that embraces cohabitation of languages and student-led meaning-making.

“It’s a misconception that the lecturer must translanguage,” he said. “It is the student who should translanguage. The lecturer should only facilitate and respect that internal process.”

He outlined a clear, three-step translanguaging teaching method:

• Pre-lesson: Activate prior learning and scaffold vocabulary and concepts.
• During lesson: Create space for multilingual thinking – allow students to write, reflect, and engage in their own languages.

• Post-lesson: Validate understanding, and open the classroom to diverse linguistic expressions.

Prof Makalela stressed that the real innovation lies in normalising these practices institution-wide. “Existing multilingual tutorials are useful, but real transformation happens when every lecturer opens up their lessons to multilingual engagement.”

News Archive

UFS Communication and Brand Management receives two prestigious international awards
2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015 

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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